A Study On The Sequential Strategy Of New Products Promotion

The development of technology and economy promoted the social development,but it also exacerbated the new era of competition between enterprises.The promotion of new products has always been an important decision-making problem of enterprise,which is of great significance to improve the competitiveness of them.Based on the new product promotion theory,this paper constructs the profit maximization model under the three-level supply chain environment faced by monopoly enterprises.In the aspect of demand,this paper combined the diffusion theory and the classical Bass model with the price reference effect,then constructs an accurate model from the perspective of consumers.In the supply chain decision,this paper uses the frame of the Starkerberg model to solve the problem and get the optimal decision of the members of supply chain.This paper draws out the optimal pricing and the profit expression of the firm under a single sales cycle.Then,in this paper,the model is extended to the infinite sales cycle.The linear model is used to describe the change of the psychological price of the new product in deferent sales period,and it is deduced that the enterprises will take specific quality sequential strategy under different conditions.And this paper gives the conditions for enterprise to determine.Finally,this paper also generalizes the model to introduce two new products with different quality levels at the same time,and compared the profit with primary single product strategy and also give the conditions for specific decision.At the end of the paper,this paper discusses all the conclusions and the future research direction.